MHRA President, George Micallef, has stressed that while eco-labels in the hospitality industry have helped in delivering effective environmental management solutions, the schemes needed better coordination as well as a more effective implementation process and increased publicity. Speaking at a conference organised by the Malta Standards Authority on the benefits of the EU eco-label for the hospitality industry, Mr Micallef reaffirmed that the EU eco-label needs more exposure.
“Eco-labels certify that a product meets specific standards for environmental quality, but consumers are often unsure of the exact standard that the various labels represent. “Uncertainty can create consumer confusion that reduces or eliminates the value to businesses of adopting such voluntary labels, and consequently it is important that the message to potential consumers is clear and consistent,” Mr Micallef explained.
He continued to say that over the last two decades there has been a remarkable proliferation of eco-friendly schemes in the form of eco-labels and certification processes of various environmentally and sustainable models. “The process of having a uniform eco-label for EU countries is a step in the right direction, and I believe that the EU eco-label represents a label that consumers can genuinely trust,” he said.
“The Malta Tourism Authority had introduced a national eco-label for hotels in 2003, just a year before the EU eco-label was launched. It was an excellent initiative and a first step to invite accommodation providers to proactively participate in an eco-certification process.” Mr Micallef proposed that this eco-label should gradually be phased out, whilst the certified hotels should be encouraged to subscribe to the EU eco-label, amongst others, to avoid duplication of efforts.
“To encourage businesses to take part in such schemes however, there needs to be effective and widespread publicity, as the vast majority of holidaymakers are largely unaware of the existence of the environmental certification schemes in the tourism sector, including hotels,” he said. “Although the situation is improving, still few visitors select their hotel based on environmental certification and tour operators, travel agents and internet booking sites have only just started to highlight eco-certified properties. The future of eco-certified hotels is bright but there is more work to be done in terms of consumer awareness and eco-friendly tourism.”
On the subject of the minimum criteria for eco-certification, he said that it is important that cost implications are always considered when introducing new standards, in order that these do not constitute a deterrent for hotel operators and also to ensure long-term sustainability. “Whilst consumers are becoming more environmentally conscious, they are also becoming more cost conscious, and this will remain so as long as the market remains price driven,” Mr Micallef concluded.
He pledged MHRA’s full support to the EU eco-label scheme.